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Invention of Red Bull
Dietrich Mateschitz, an Austrian, adds caffeine and sugar and named this drink Red Bull, after the taurine amino acid. -
New Product Category
This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. -
Mr Worldwide
Legendary windsurfers Bjorn Dunkerbeck (Netherlands) and Robby Naish (USA) become the first international athletes to join the Red Bull roster. -
Coming to America??
No it's not Eddie Murphy silly. It's Red Bull. It came to America in 1997 in California. Suprise, surprise that Cali gets it first. -
Lets take down the competition.
Enter Mark Hall. The lanky salesman joined Hansen in early 1997 and soon settled on the name "Monster" after polling teenage boys and Hansen employees. Hall also decided to give consumers 16 ounces of buzz for roughly the same price as Red Bull's 8.3-ounce can. In doing so, he took a page out of beverage history. In 1934, Pepsi began selling 12-ounce bottles of cola for 5 cents, the same price charged by Coke for 6.5 ounces. A jingle reinforced the pitch: "Twice as much for a nickel too - Pepsi- -
Do the Monster Mash
Monster Energy Drink created by Hansen Natural -
Wowza
In the year 2005 alone, stockholders witnessed 333% gain from a share worth $18.20 to an amazing $78.81 at the end of the year. This multi-million dollar beverage company has a firm grip on the energy drink revolution. -
Bye Bye Bye High-Fructose corn syrup
In April 2008, the FDA ruled products containing high-fructose corn syrup could not be labeled "natural". Shortly after, Hansen's Natural Corporation announced they had begun using cane sugar instead -
Lead the way Red Bull
Market leadership- Within the energy drinks market Red Bull is the industry leader throughout the world. Marketing Efforts- a lot of promotions and well targeted campaigns and sponsorship e.g. formula 1 helps to expand Red bull brand and increase consumer brand awareness. -
Monster Promotions
One key unit that has yet to be explored is just as much physical as it is psychological. Rest assured, Monster finds a way to spend every dollar in its budget to help sell its product. The most common way they do this is through the age-old tactic of free promotional giveaways. -
Red Bull Weaknesses
Weaknesses Above-average prices. Lack of innovation- there are a lot of competitors in the market and they have their own USP which leaves Red Bull behind. Reliant on small product base- The company only markets one branded product, Red Bull Energy Drink (along with a sugar free variety). Lack of patent on RB ‘s recipe means anyone can copy it. -
Opportunities Red Bull
Opportunities Extension of product line- this will help to retain market share. Hardcore Advertising and Promotions. Consumer recognition through sponsorship of sports events. New ventures like partnership with Facebook. -
Threats Red Bull
Threats Health concerns- tougher rules from government on high caffeine content. Consumer awareness of health and well being- people may start to drink other alternatives as it is associated with healthier life style. Drinks might not be accepted in the new markets. Organic energy drinks might steal RB’s market share. -
Red Bull Marketing
Their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, Sponsoring” -
Sex sells
The tools of marketing that they use enhance and exaggerate these natural male reactions. They force false images of the opposite sex into the minds of these men (and teenagers as well) and cause them to form these delusions of grandeur over all other females that involve the sexual desire of men. -
Say it ain't so...Monster getting sued.
The parents of 14-year-old Anais Fournier file suit against the Monster energy drink brand, claiming that her death was due to a “toxic” amount of caffeine and other stimulants as the result of consuming two 24-oz Monster energy drinks within 24 hours. The suit says Monster failed to warn consumers of the product’s risk of adverse health effects. -
Red Bull vs Monster market share
Red Bull currently is the market leader. Monster is right behind them gaining marketshare. Monster is also expanding its portfolio with a variety of different energy drinks. Red Bull needs to be innovative or catch up with what Monster is doing. -
Monster Promotions
Free Call of Duty Ghosts DLC packs. Sweepstakes and more. -
Folks its time to Sue again. Next victim...Red Bull
Family sues Red Bull for $85million after father-of-one drank soft drink and died of a heart attack -
Red Bull Car Wrap
Truck vs Car. Who will win? Wait were on the same team. They drive around in Red Bull modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle. -
Man enough...not man enough. That is the question???
Monster Energy Drink is fortunate enough to have one of the largest budgets for advertising and promotional ventures in its realm of competition. But, the strategy used by Monster is what sets it apart from the rest. The target market we are looking at here primarily consists of males from the teen years to the ages of around forty who follow the lifestyle associated with extreme, action, and motor sports that are popular today.
